Good morning, are you making the most of your first-party data? 

Dentsu Aegis has acquired 4Cite, a first party data solution and analytics platform. 4Cite will become part of Merkle Inc., the performance marketing company that is one of ten global brands owned by Dentsu Aegis. 4Cite’s staff will join Merkle’s team and its CEO Bob Gaito will report to Merkle’s Chief Data Officer Eugene Becker. 

The acquisition underscores the growing importance of first-party data as advertisers scramble to find new ways to reach their target audiences in the face of privacy regulations and the ongoing crack down on third-party cookies. “Merkle is making a priority of investing heavily in first-party data technology to provide and sustain highly accurate identity solutions,” said Merkle Chief Product and Data Officer John Lee. 

Amazon’s growth continues to skyrocket. The company’s ad business grew 40% in 2019,  bringing in $4.8 billion during the fourth quarter of last year and earning a total $14.1 billion for the year. Amazon’s Director of Investor Relations David Fildes said the company is putting a lot of focus on, “brands as an advertising customer set” during last week’s earnings call. Fildes noted how Amazon’s Stores and its Posts ad product are helping brands “better tell customers who they are” and help “customers discover products and brands.”

The 2020 Stackies: Marketing Tech Stack Awards submissions are in full swing and we have the privilege of sharing a recent entry from Red Hat. “The overarching design is aligned with their customer journey: customers exploring change, committing to change, exploring solutions, and finally committing to a solution,” writes MarTech Conference Chair Scott Brinker describing Red Hat’s entry. The Marketing Tech Stack Awards gives martech teams the opportunity to get creative by submitting a 16X9 slide that visualizes their martech stack. The contest is open until March 20, so there’s still time to submit your entry

We’re not finished yet, keep reading for the latest hiring announcements from Eyeota and Zappi and a Pro Tip on holiday emails.

Amy Gesenhues,
Senior Editor 

Pro Tip

Avoid the obvious when writing an email subject line

“Every year marketers wrestle with a big decision: whether or not to include a ‘holiday’ mention in the subject line. As in years past, not mentioning the holiday had a higher engagement rate than a mention of the obvious: it’s a holiday,” explains Len Shneyder of Twilio SendGrid. “It’s better for senders to focus on delivering value with their email, rather than using subject lines as calendar reminders. The main takeaway is that people generally know what season it is – there’s no need to reiterate.”

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Learn how to build a business case for a CDP

Getting buy-in from leadership for “yet-another-three-letter acronym” marketing platform is challenging, especially when it feels like you aren’t making the most of your existing martech stack. This eBook from BlueConic will help you establish the organizational impact of a CDP and understand how a CDP increases the value of your martech stack.

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On the Move

Eyeota and Zappi get new VPs and Pantheon adds a new member to its board of directors

The audience technology platform Eyeota has named Marc Fanelli senior vice president of strategic partnerships and development. Reporting to the company’s CEO Kristina Prokop, Fanelli will be focused on deepening relationships with key local and global supply partners. “Marc’s intimate knowledge of the objectives and challenges facing today’s data ecosystem will bring a fresh perspective to our team,” said Prokop, “We look forward to tapping Marc’s industry prowess to further strengthen and foster our partnerships.” Before Eyeota, Fanelli was most recently the general manager for Impact, overseeing the company’s Marketing Intelligence Product suite. 

Yvonne O’Brien is joining the consumer-led ad and product testing platform Zappi as an executive vice president. She will oversee the company’s go-to-market efforts for its entire product suite. “Having someone of Yvonne’s caliber and expertise will be enormously important for us as we scale from a start-up to genuine market leader in the automation space,” said Zappi Chief Product Officer Don Kennedy, adding that the company was thrilled to have her on the team. Prior to Zappi, O’Brien held a number of senior roles at companies like Havas, IPG and Clear Channel. 

Pantheon, the website operations platform, has hired marketing veteran Elissa Fink to be part of its board of directors. Fink is the former CMO for Tableau where she helped drive over 90% of the company’s new business opportunities as it brought in more than $1 billion in annual revenue. “With her experience implementing web operations at a global publicly-traded company, Elissa brings an extremely valuable perspective to the table,” said Pantheon CEO Zack Rosen. Pantheon reports it powers more than 300,000 sites in the cloud and serves over 750 million unique users per month with a customer list that includes Google, Lyft, Stitch Fix and Docusign. 


Overcome your marketing challenges at MarTech

Thousands of senior-level marketers like you are attending MarTech, April 15-17 in San Jose, to learn from experts who have been where you are and are ready to share first-hand experiences, advice, and solutions to help you succeed. Will we see you there?

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What we're reading

We've curated our picks from across the web so you can retire your feed reader

Walmart Media Group Tests Xandr And The Trade Desk For DSP Role – AdExchanger

Apple details AI to help voice assistants recognize hotwords and multilingual speakers – VentureBeat

Consumer Data Privacy, Preferences and Permission: A Time of Reckoning – Multichannel Merchant

Alphabet Has a Second, Secretive Quantum Computing Team – Wired

Microsoft Teams goes down after Microsoft forgot to renew a certificate – The Verge

Utah tech magnates create new Silicon Slopes Venture Fund to boost startups in the state – TechCrunch

Mozilla launches Hello WebXR intro app for WebVR – VentureBeat